Helping sports brands build world-class identities that fire up teams and entire communities. Building your visual legacy starts here.
Philadelphia, PA
Joined February 2011
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Design Shark® retweeted
Sports branding doesn’t just refer to team branding—there are countless sport adjacent companies that all fit under the “Sports Brand” umbrella. For example: fitness, coaching, sportswear, betting, player agencies, tournaments, skill development camps and more.
Design Shark® retweeted
Sports branding isn’t just an industry, it's mindset. You don’t need to be in sports to have a mascot logo or bold, dynamic typography to represent your brand.
Design Shark® retweeted
While my overall process is the same, sketching a mascot logo is different from creating something more modern and iconic. For mascots, I use the iPad to explore more complex imagery. For simpler, iconic logos, I stick to the sketchbook so I can generate a lot of quick options.
Design Shark® retweeted
Whether you’re building a brand for a team, event, company or individual, I have a different questionnaire customized to all 4 as no brand should be treated as a one-size-fits-all approach.
It’s always cool to see a logo you create be voted into the Logo Lounge book.
The secondary logo I designed for Warren Township High School, a project from 2024, is officially in the logo lounge 15 book and I appreciate the judges who voted it in!
New Work: Indianapolis Colts
“For the Boss” Jim Irsay Illustrations
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I was only responsible for the illustrations themselves; the talented in-house design team of the Colts put together the tee design.
Design Shark® retweeted
Branding: from discovery to final hand-off is a collaborative effort. Each step is met with approval before moving forward. This ensures we’re headed in the right direction and on the same page. Clarity, communication, creativity and collaboration are the 4 C’s that I live by.
Design Shark® retweeted
Sports Branding isn’t just a mascot logo decorating a helmet or a gym floor. When done intentionally, it sparks excitement, builds emotional connection, and creates a sense of pride.
Design Shark® retweeted
A logo is not an “end”, it’s a means to an end. Shift away from: “I need a logo”, instead to: “I need to look more professional, show up consistently and resonate with our Customers”.
Real results through intentional sports branding
Investing in intentional branding creates excitement in the short term, builds community connection, and delivers measurable long-term results.
Design Shark® retweeted
The real test of branding? Longevity. Over time, mascots became part of daily school life; painted on buildings, worn on gear, and embraced at events. That’s brand equity: an identity that feels timeless and is weaved into the fabric of the school.
Design Shark® retweeted
The best branding connects to values. Schools don’t just get mascots; they get symbols that align with their culture. Students feel confident and the parents feel invested. ROI isn’t just dollars, it’s connection.
Design Shark® retweeted
A strong brand doesn’t just look good; it sells. When schools unveil new mascots, merchandise sales surge. Branding done right turns school pride into revenue.
Back in 2020, I was asked to help a youth club lacrosse team based out of Connecticut rebrand.
When taken the time to get it done right, branding/rebranding will be an investment, rather than just a cost.
Design Shark® retweeted
Branding is more than a logo. When schools launch new mascots, students feel proud to represent their teams. Pride and belonging fuel stronger participation and community spirit. That’s real ROI.
Design Shark® retweeted
The client is the expert in their brand. The more information I can gather through discovery, the better I can understand your:
→ Project goals
→ What will resonate with your target audience
→ Challenges and pain points to solve for
→ Where your brand needs to live and be seen
Sport Fishing Championship – Team Identities
I was asked to help create identities for some of the teams that compete in SFC’s tournament circuits.
Grateful to SFC for the continued trust and the opportunity to build the brand stronger through consistency and visibility.
Don't solely follow trends when building a brand.
I never pretend to know what goes into every decision when a company rebrands.
But it’s still okay to have an opinion, especially if you’re a professional in the field. Hell, even people outside the industry should have an opinion, especially if a brand that used to feel familiar suddenly feels like it has left you behind.
Companies will pivot and rebrand over time to stay relevant. There is nothing wrong with that, but it is why auditing a brand’s foundation through discovery and strategy is so important. You need to dig into the: why, core values, target audience and goals. Get those clear first.
Once that foundation is established, the visuals will fall into place and have a much higher chance to succeed and resonate. Skip that step or just chase trends, and that is when a brand loses its way and often ends up as a punchline on social media or in the comments.
This is how I approach all of my branding and rebranding projects with clients.
Do you think relying on trends are ruining brands?